Social Sharing Helps Boost Box Office Results

Consumers who share movie-related content are six times more likely to purchase movie tickets, according to findings from a new study by ShareThis.

Consumers who share movie-related content are six times more likely to purchase movie tickets, according to findings from a new study by ShareThis that examined online sharing behavior of movie-related content.

This was especially true for the family movie genre, with consumers who shared movie content 11 times more likely to purchase a ticket. The sci-fi genre had the second highest life with 8.4 more conversions, followed by action/adventure with 6.9, comedy with 5.9, and drama with 5.5.

The study also looked at "film buffs," defined as consumers who purchased three or more movie tickets during the study, and found that they are 73 percent more likely to share movie content than regular moviegoers (those who purchased at least one movie ticket during the study) and 160 percent more likely than the general population. Based on these results ShareThis concludes that "targeting sharers is a good way to identify and reach highly social and influential moviegoers."

Unsurprisingly, the study found that people who buy their tickets online are 70 percent more likely to share movie content.

Moviegoers are also more likely to use Twitter, email, and Reddit than the general population, and instead of Facebook. The study found that even though is the largest channel for movie shares, 46 percent of conversations about films actually happen outside of Facebook.

Interestingly, the results also showed that the U.S. states that watch more movies don't actually share about them more often. New York and California had the most moviegoers, but the central states shared more content about the movies.

According to the study, the spring blockbuster "Iron Man 3" was this year's most shared film. Social engagement for the film began 40 days prior to its release and continued for at least 15 days after the release.

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ABOUT THE AUTHOR

Caitlin Rossman was Associate Editor at ClickZ until September 2013, where she had been working since 2009. She previously worked as a Copy Editor for The New York Post. Caitlin received her BA in journalism from New York University.

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